| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 105 === As society changes, it becomes more competitive in every walk of life and makes business model more innovative for sustainable development. In the early years of hairdressing industry, hairdressers usually increase their ng customers a deep impression by following new trends. With the appearance of hair salon, individual studios, chain enterprises and shops of 100 dollars , the business model of hairdressing industry becomes more diverse. Therefore, the purpose of this study is to take hairdressing industry for example to investigate the factors affecting customer retention. In order to understand the factors of reputation, corporate image and customer satisfaction and the relevance to customer retention, this study refers to other scholars’discussion and develop the structure to further understand mentioned factors.The pre-test questionnaire survey was conducted in February 2017, Customers who had been to hair salon were taken as its objects to verify the reliability and validity of the study. 243 practical questionnaires were provided, 243 valid questionnaires were recycled, and the effective response rate was 100%. Questionnaires were revised and formal questionnaires have been provided for the mentioned customers.
Through the empirical analysis,The result of this study showed that corporate image has a significant positive influence on customer retention; customer satisfaction has a significant influence on customer retention; reputation has a significant positive influence on corporate image and customer retention. This study suggests that to avoid waste of resources and time and to raise the customer retention, hairdressers should develop their corporate image in the beginning and improve the reputation, corporate image and customer satisfaction. Still, there are so many questions left untouched that this study is expected to be a reference for the authorities concerned and the relevant studies.
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